Google launches comprehensive ‘updated Keyword Tool’

August 10, 2010

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Whether measuring the efficacy of long-standing keywords or looking for new long tail phrases that may answer consumers’ queries and catch clicks, marketers consistently turn to Google’s Keyword tool. Now, the company has announced that its current Keyword Tool will only be available through the end of August, at which time users are encouraged to use its newly launched service that integrates the Keyword and Search-based Keyword Tools.

Dan Friedman of the Inside AdWords crew explains that Google has wanted to combine these services for some time. The “updated Keyword Tool,” which will lose the “updated” when the current Keyword Tool is no longer available, aims to make marketers’ lives easier with more flexible search options. Friedman says it offers a single set of results for complex searches on website URLs, keyword combinations and categories.

The updated tool could also help marketers make more educated choices when deciding on keywords. It lets users filter results by match type criteria to find words that are the best fit, and it offers insight on the efficacy of different words in different contexts. For instance, marketers can see the statistics for phrases with respect to ad share, local searches and (increasingly important) mobile searches.

The updated Keyword Tool was designed with consideration of marketers’ grievances against its predecessors. Friedman says the new tool offers an option to remove duplicate keywords and add negative keywords. The duplicate keyword safeguard service will alert marketers when a phrase is already in their ad group each time they attempt to generate new keywords, and the negative keyword feature will make it possible to easily mark key search phrases for which sponsored ads should not appear in results.

With this service, it seems Google is trying to help marketers make the most out of advertisements on the platform. Businesses may do well by taking advantage of Google’s offerings as successful SEO and paid search campaigns for the search giant can be highly profitable – in its recent filing for an IPO, Demand Media claims that Google ads account for more than one-quarter (26 percent) of its overall income.

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Katherine Griwert is Brafton's Marketing Director. She's practiced content marketing, SEO and social marketing for over five years, and her enthusiasm for new media has even deeper roots. Katherine holds a degree in American Studies from Boston College, and her writing is featured in a number of web publications.